A New Chapter Begins
April 14, 2025
EMOTIONS in France by LAFAYETTE DMC: A New Chapter Begins
Exclusive Interview with Xavier Bordedebat, SVP Sales & Marketing
To mark the official launch of EMOTIONS in France by LAFAYETTE DMC, we sat down with Xavier Bordedebat to explore the strategy, ambition, and vision behind this exciting new brand dedicated to the FIT & VIP segment.
Xavier, why launch a dedicated brand for the FIT market?
Xavier: Well, this is not really new, actually. LAFAYETTE DMC has always handled FIT business and always had a department in charge of this market segment. But now, we’re shifting gears.
As the leading DMC in France for the MICE segment, it was time to give our FIT division a clear, strong brand identity of its own and fully aligned with the expectations of this high-end clientele.
Further to 39 years of success, « LAFAYETTE FIT & VIP » becomes now « EMOTIONS in France by LAFAYETTE DMC ».
This new identity reflects our commitment to “get closer to people”, and “higher” in terms of service.
Our new experiences are literally exceptional, and our offer has been enriched in depth and in EMOTIONS.
“As the leading DMC in France for the MICE segment, it was time to give our FIT division a clear, strong brand identity of its own and fully aligned with the expectations of this high-end clientele.”
Why did you choose this name: “EMOTIONS in France”?
Xavier: France is all about EMOTIONS: culture, beauty, people, history, art de vivre, so it felt like the most natural choice.
Our team of Travel Designers is deeply passionate, and client focused. They craft unique journeys that open doors to the real France with its hidden gems, its passionate artisans, its stories, its soul.
All our proposals are linked to human stories, and we offer a two-entry solution: Tailor-made EMOTIONS and/or our signature “Millésimes” by EMOTIONS in France. You really can choose what best suits your customers.
On a side note and for you to know, “Millésime” is a term from the world of fine wine. It refers to a rare vintage, born of the perfect balance of sun, rain, and expert craftsmanship.
Our Millésimes are built with that same spirit: rare, refined, and made for travelers who seek the extraordinary.
“Our Millésimes are built with that same spirit: rare, refined, and made for travelers who seek the extraordinary.”
What makes “EMOTIONS in France” stand out?
Xavier: First, I would say our legacy: 39 years of delivering excellence in a demanding market. But also, our future as we’re investing heavily in innovation and creativity.
As a matter of fact, we have launched a dedicated R&D department focused entirely on discovering new experiences and forging relationships with authentic local partners across France. This is rare enough in our industry to be worth mentioning.
These encounters become the foundation of unforgettable journeys, designed to create deep and lasting memories.
On top of that, we have just strengthened our team with four new international Travel Designers. You want to meet with them.
Their energy, passion and enthusiasm are incredibly communicative, and it’s reflected in the programs they build for your clients.
“The energy, passion and enthusiasm of our Travel Advisors are incredibly communicative, and it’s reflected in the programs they build for your clients.”
Can you tell us about one of the signature “Millésimes” that you offer?
Xavier: Of course. Let’s take the one called “From Tree to Mouth”, which is a journey through the Champagne region.
It begins in the forest, where the trees selected for barrel-making are chosen, then with an immersive experience in a barrel-making workshop, where you can help to make one of them, leading all the way to the tasting of a vintage from a unique Champagne house. Each step offers the chance to meet an artisan who is a true expert in his craft. Again, it’s all about encounters, discoveries, tastings… a full range of emotions awaits.
Of course, the hotels, restaurants, and support staff have been carefully handpicked by our team to make your stay exceptional.
We create in-depth experiences which go beyond the standard offerings on the market.
Xavier, last question for you.
In these times of great geopolitical instability and increasing consideration of the environmental dimension, do you really believe in the development of this market? Really?
Xavier: Absolutely, and more than ever.
Against a backdrop of geopolitical instability and heightened awareness of environmental issues, the luxury or high-end market segment is remarkably resilient. Historically, this market has always demonstrated an exceptional ability to withstand crises, whether economic, health-related or political. High-end travelers, while more attentive to certain values, have not given up on their exceptional requirements – on the contrary, they now seek ever more exclusive, personalized, authentic and responsible experiences.
France, the prestige destination par excellence, remains a sure bet for this clientele. Its cultural, gastronomic, natural and artisanal heritage offers an infinite playground for tailor-made experiences combining refinement, discretion and immersion. Thus, our “Millésimes”!
As a matter of fact, luxury is redefining itself: it’s no longer just about pomp, but also about meaning and true encounters. Top-of-the-range tourism now incorporates strong dimensions such as sustainability, respect for territories, ultra-personalization and the quest for rare EMOTIONS. This is why I believe that we have all the cards in our hands to capture a demanding, loyal clientele, constantly on the lookout for new and exceptional experiences.